What is the difference between chain store operation and operation?

This article *** 1549 words, reading time is 3 minutes. A few weeks ago, we talked about how to use data for product and pricing. This week we talked about how to run chain stores through data. The operation of chain stores, which seems particularly simple, is actually a topic of refined management, especially for the operation of stores in the catering industry. In the franchise industry, a large number of franchisees are investors and practitioners, with little experience, and they are basically white in the industry; Even if franchisees are experienced investors and practitioners, it is difficult to guarantee the manager's ability in this respect. Therefore, the brand needs to empower the store, but the staff of the brand headquarters will basically not stay in the store. How to quickly discover the problems and laws in chain store management? This is the topic of data-driven operation that we will talk about next. Because of the landing of a large number of business digital tools, we can recover the data of our business achievements from the store cashier system, small program orders, take-away orders, self-operated APP and other order systems. Through the collection and analysis of these data and related third-party data, find out the problems and laws in the operation process. Many people ask me, what is the difference between management and operation? What is the relationship between them? Management is outside the brand and operation is within the brand. In fact, the main difference between store management and operation lies in their different goals, objects and scenarios. 1, the two have different goals: the goal of management is benefit and income, which corresponds to open source; This is a more source of income. The goal of operation is efficiency, which corresponds to throttling; How to control more costs and losses? 2. The objects of the two are different: the objects of business are external consumers and ecological partners; The pursuit is to obtain resources from outside the brand and establish influence. The object of operation is internal, emphasizing the integration of internal resources and the establishment of order, improving efficiency and reducing waste through internal coordination. 3. The two scenarios are different: the business scenario is the management of planning and decision-making for the market environment; Adhering to management ideas, methods, strategies, concepts, etc. Operation focuses on the management of internal operation and implementation of the brand; What we pursue is suitable management mode and method, effective cost control, and improved efficiency and benefit. Management means that the brand plans, organizes, directs, coordinates and controls the business activities of the enterprise in order to meet the needs of consumers and for the survival and development of the brand itself; The purpose is to make the brand face the market and users, meet the needs of users to the maximum extent, and finally achieve good economic and social benefits. Operation refers to the brand's planning, organization, implementation and control of the whole operation process, which is the general name of all kinds of management work closely related to product production and service creation. The relationship between the two is that excellent operation does not necessarily bring excellent business results; However, poor operation will definitely bring bad business results to stores and brands. Why the cashier system is the earliest popular digital tool, because each brand needs to know the actual operating results and income data of all its stores in real time. No matter how many stores your brand has, this is just the need of any brand. The cashier system has this bearing capacity, so it has become the fastest-growing digital system in the industry. Some systems related to consumer orders are commercial digital tools. Operation management is to discover the processes and detailed actions that can be optimized in internal operation from internal management processes and abnormal data. Operation management pays more attention to internal risk management, process optimization, personnel growth and franchisee satisfaction. Twenty years ago, we saw the remarkable achievements of single stores and brands of McDonald's and KFC, and we were very envious. At first, we were confused. Why do they make products and services so stable? In fact, the head brand of western-style fast food has realized the importance of internal operation through decades of growth, so the granularity of operation is much finer than that of domestic brands. In the past twenty years, our domestic chain brands have gained dividends brought by the rapid growth of the whole market. At present, in this era of entering the stock market competition, operation will become the core competitiveness of various brands, and of course it will be presented through the results of operation. This is also the only reason why when Ruixing has problems in the capital market, we assert that this brand will definitely survive (the operation of Ruixing Store has reached the top level of the light food chain industry). The next chapter begins to talk in detail about how to optimize the operation process by using the operation result data. There is a topic about subscription sales ratio in front, which is actually this kind of content.